McIlroy--New Year, New Media Trends

I can't see any indication that this will change rapidly in 1998. It's not a price issue or a capacity issue. It's just a human issue—it takes a long time to educate people to do things differently.

The one thing that really could change the situation is if the vendors with the most at stake would enter into a meaningful cooperative relationship to develop the market. There's already something called PODI—the Print On-demand Initiative—but if it's been active, it's managed to be active in a silent kind of way. None of my colleagues or customers has heard a thing from PODI recently.